1800 Tequila Case Study

OBJECTIVE

A once urban-centric brand, 1800 Tequila hired 5W to reposition the brand as a mainstream product while keeping true to its urban roots. In order to reach a new audience and capture the attention of competitor loyalists and non-tequila drinkers, 5W introduced the 1800 Essential Artists Campaign to consumers worldwide.

STRATEGY

To kick off the campaign, 1800 commissioned nine up-and-coming artists from the U.S. and Mexico to design limited-edition bottles for the premium tequila, allowing the artists to showcase their talents on a unique medium, offering an exciting perspective both in the art world and beyond.

RESULT

5W secured a groundswell of top-tier and trade media placements in a wide range of outlets such as Men's Journal, Men's Fitness, Elle, Nylon, Out, New York Magazine, Gotham, CW 11 Morning News, Beverage Industry, Packaging World, Promo, Art Knowledge News, and many, many more. 5W also secured an influx of regional and local press featuring the individual artists from each U.S. city.

The media attention garnered via 1800 Essential Artists encouraged the brand to establish the campaign as an annual initiative and competition, calling for artists across the globe to submit artwork for the chance to be feature as part of a limited-edition run of bottle designs.